Spong reports that platform holder Sony intends to take a rather different approach to marketing its new console, with social networking sites and ‘Web 2.0’ destinations like YouTube pivotal to the platform holder’s approach.

According to a report in Media Guardian this morning, Sony has chosen “12 individuals and organisations - ranging from club promoters to artists, fashion industry insiders, Dazed & Confused magazine and even the BBC's 1Xtra - and given them a free hand to create original content inspired by key characteristics of the PS3.”

“Each will then distribute content digitally across a wide range of outlets including their own contacts and fanbases, social networks such as MySpace and Bebo, websites, blogs, and by email.”

SCE UK marketing director Alan Duncan adds that the more ‘traditional’ avenues of advertising and PR aren’t enough to communicate PS3’s appeal. “The idea is to use physical space, blogs and other forms of digital networking to inform, entertain and encourage interaction and debate about all the different things the PS3 can do.”

Rana Reeves, a director of brand consultancy Shine Communications which developed the digital strategy with Sony, tells the Guardian: “We set out to find the Lily Allens of the arts, design and fashion worlds - people already out there effectively self-promoting themselves through blogs, social networking sites, websites, and virally."

"Traditionally, brand communication with consumers has been channelled via an ad agency. The explosion of social networks and blogging, however, has created a seismic shift. Brands wanting to enter this world have to be prepared to trust consumers to talk about them whether the comment is good or bad.”